By Paul Nicholson
February 26 – Adidas has fallen foul of the Brazilian government and, following a formal complaint, has pulled a range of World Cup products that were using sex appeal to promote Brazil-themed T-shirts.
The Brazilian complaint identified some T-shirts that were being sold on the company’s web site including one with a woman in a bikini on the front and the word ‘Brazil’ and an image of Sugar Loaf mountain in the background. Another had the text ‘I (heart) Brazil’ with a thong image inside the heart.
Adidas said that the T-shirts were limited edition and only available in the US
Adidas made the announcement just hours after Brazil’s tourism board released a statement condemning some T-shirts that were being sold on the company’s web site, including one which said “Lookin’ to Score,” with a woman in bikini in front of the word “Brazil” and an image of the Sugar Loaf mountain in the background.
Brazil is working hard to make sure that the country’s image is not related to sex appeal and is anxious that the World Cup is not used for ‘sexual tourism’.
Brazilian President Dilma Rousseff even tweeted the same after a statement from the Brazilian tourism board. “Brazil is happy to receive tourists for the World Cup, but it is also ready to combat sex tourism,” she said.
“We want to make it very clear to our main commercial partners in tourism that Brazil does not tolerate this type of crime in its territory,” said Flavio Dino, president of the tourism board Embratur.
“This campaign goes against what Brazil defends..Our effort is to promote Brazil for its natural and cultural attributes. An initiative like this one ignores and disrespects the message the government is trying to get across,” he said.
An Adidas statement released within hours of the Brazilian complain said: “Adidas always pays close attention to the opinion of its consumers and partners. Therefore, it is announcing that these products will not be sold anymore.”
Adidas has recently extended its partnership and sponsorship with FIFA through to 2030 in a 16-year extension of a deal that first saw them come together for the World Cup in Mexico in 1970. The World Cup is predicted to provide a massive revenue boost in the region of $2.7 billion for adidas’ football-related sales.
The company recently reported a third quarter drop in net profit by 8.1% to €316 million, with sales down 7% to €3.88 billion and operating profit down 6% to €463 million. But they said this was in line with expectations and to expect a bumper World Cup year in 2014.
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